Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt
The article is devoted to the question of changing the content of modern television advertising. The author examines the linguistic and content features of advertising texts in terms of their key meanings. The conclusion about the emergence of a specific form of advertising, both social and commerci...
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| Format: | Article |
| Language: | English |
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Uniwersytet Opolski
2018-10-01
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| Series: | Stylistyka |
| Subjects: | |
| Online Access: | https://czasopisma.uni.opole.pl/index.php/s/article/view/26 |
| _version_ | 1811259955922075648 |
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| author | Nataliâ V. Danilkvskaâ |
| author_facet | Nataliâ V. Danilkvskaâ |
| author_sort | Nataliâ V. Danilkvskaâ |
| collection | DOAJ |
| description | The article is devoted to the question of changing the content of modern television advertising. The author examines the linguistic and content features of advertising texts in terms of their key meanings. The conclusion about the emergence of a specific form of advertising, both social and commercial, substantiates the priority of the social component in advertising copy compared to the commercial component, which is of secondary character. It is argued that contemporary television advertising provides a new educational function, while the author defines the basic cognitive and pragmatic mechanisms for the implementation of this function. |
| first_indexed | 2024-04-12T18:40:16Z |
| format | Article |
| id | doaj.art-0d1e066da42c43a087520dac09a3f3c5 |
| institution | Directory Open Access Journal |
| issn | 1230-2287 2545-1669 |
| language | English |
| last_indexed | 2024-04-12T18:40:16Z |
| publishDate | 2018-10-01 |
| publisher | Uniwersytet Opolski |
| record_format | Article |
| series | Stylistyka |
| spelling | doaj.art-0d1e066da42c43a087520dac09a3f3c52022-12-22T03:20:49ZengUniwersytet OpolskiStylistyka1230-22872545-16692018-10-012611312310.25167/Stylistyka26.2017.719Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspektNataliâ V. Danilkvskaâ0Uniwersytet Państwowy w PermieThe article is devoted to the question of changing the content of modern television advertising. The author examines the linguistic and content features of advertising texts in terms of their key meanings. The conclusion about the emergence of a specific form of advertising, both social and commercial, substantiates the priority of the social component in advertising copy compared to the commercial component, which is of secondary character. It is argued that contemporary television advertising provides a new educational function, while the author defines the basic cognitive and pragmatic mechanisms for the implementation of this function.https://czasopisma.uni.opole.pl/index.php/s/article/view/26advertisingsocial advertisingstrategies and tactics of advertisingthe educational focus of the advertisingthe socio-commercial type of advertising |
| spellingShingle | Nataliâ V. Danilkvskaâ Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt Stylistyka advertising social advertising strategies and tactics of advertising the educational focus of the advertising the socio-commercial type of advertising |
| title | Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt |
| title_full | Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt |
| title_fullStr | Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt |
| title_full_unstemmed | Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt |
| title_short | Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt |
| title_sort | slovo v social noj reklame kognitivno pragmaticeskij aspekt |
| topic | advertising social advertising strategies and tactics of advertising the educational focus of the advertising the socio-commercial type of advertising |
| url | https://czasopisma.uni.opole.pl/index.php/s/article/view/26 |
| work_keys_str_mv | AT nataliavdanilkvskaa slovovsocialʹnojreklamekognitivnopragmaticeskijaspekt |